all projectsconcept creation and development of LensCrafters Eye Odyssey, an edutainment experience on Roblox aimed at bringing younger generations closer to the brand and the world of eye care.
LensCrafters Eye Odyssey, launched in October 2023, marks the brand’s debut on Roblox and the 1st step in a long-term journey to bring LensCrafters and its licenses to a whole new audience. the game mirrors the real customer journey, guiding players through a virtual LensCrafters store while engaging them in educational minigames. it is also the first-ever virtual game to implement the “20/20/20 rule”: every 20 minutes, gameplay pauses to remind users to look 20 feet away for 20 seconds, helping prevent digital eye strain. now, in its second season and still live, the experience has already hosted two branded license activations with Versace, paving the way for ongoing engagement and future collaborations.
during the planning and design phase of the project, we outlined 3 key objectives to reach for LensCrafters' first experience in virtual worlds:
raise awareness around the brand across a generation of users which are not among LensCrafters' typical target audience
teach and promote healthy eye care habits while providing an entertaining and engaging experience
build an innovative experience that can provide users with new entertainment formats without disrupting the brand's image and values
in Season 1 of LensCrafters Eye Odyssey, players were guided by Blinky - a friendly, eye bulb-shaped character - through an obby/parkour-style adventure set inside a virtual replica of LensCrafters’ Palo Alto flagship store. navigating obstacle courses and challenges inspired by the effects of excessive screen time, players learned healthy vision habits through educational gameplay elements and earned exclusive UGC Items redeemable at the end of the season.
